I think Apple has been trying to not show the OS on the box. Look at newer Mac packaging vs the older boxes.

I think the 5s box was a half step in that direction with the plain wallpaper.

Apple might think that people will get confused with the different wallpapers that are used from version to version, so they just show the device now. And because so much of the device is the screen, some people might think they have a different device of the wallpaper is different.

Also, notice how Apple shows the white dot wallpaper on the new support documents, instead of the current default wallpaper. It depreciates the attention that the wallpaper usually receives to show the device and the icons.

And sometimes the look of the OS changes. It doesn't look very elegant to have an iPhone 5 box look different than the device you use.

Steve Jobs did. He wanted perfection, on not just the inside and outside of the device, but the packaging. The way a device is presented is meaningful to some, even if it's not meaningful to everyone. It shows the company gives a ****.

Steve Jobs did. He wanted perfection, on not just the inside and outside of the device, but the packaging. The way a device is presented is meaningful to some, even if it's not meaningful to everyone. It shows the company gives a ****.

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I agree that presentation matters. What I don't agree with is people wanting it to be consistent with other Apple products boxes lol.

Clearly the Apple Apologists are out today in droves especially in this thread. It is nothing minimalist or aesthetic or being eco-friendly. It is done purely to reduce printing costs which are calculated as per the ink used per square inch.

When millions of iPhones are sold, the tiny savings add up. It affects profitability.

Steve Jobs did. He wanted perfection, on not just the inside and outside of the device, but the packaging. The way a device is presented is meaningful to some, even if it's not meaningful to everyone. It shows the company gives a ****.

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I agree. At least to me, the packaging matters as much as the device. It shows how much effort you give to design and create the product. Steve Jobs is well aware of this.

Even on the label on the back there is no mention it is a 2. Must be a nightmare for resellers.

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I remember when I sold my iPad 3rd gen, the guy I was selling it to wasn't exactly a tech whizz and trying to convince him it was a retina and not a 2nd gen was murder. Nothing on the box to indicate it was and going "look at the screen,it clearly is retina" didn't work very well!
Definitely a pain in the ass not having the specific model on the box.

I remember when I sold my iPad 3rd gen, the guy I was selling it to wasn't exactly a tech whizz and trying to convince him it was a retina and not a 2nd gen was murder. Nothing on the box to indicate it was and going "look at the screen,it clearly is retina" didn't work very well!
Definitely a pain in the ass not having the specific model on the box.

I agree - the labeling is so confusing that I thought the wrong item was shipped to me. I purchased online from Best Buy and what I received was a box that simply says "iPad Air." There is no mention of the v.2 so I have spent 24 hours trying to navigate customer service (nightmare due to holiday shopper volume) to get the correct iPad Air 2 that I wanted. I didn't want to open the box if it was the wrong thing. Turns out, the Air 2 model number in SUPER FINE PRINT is on the back and distinguishes the iPad Air 2 - MH2M2LL/A. How is the consumer supposed to figure this out?? Crazy train, Apple.

Believe it or not there are some subtle ways to distinguish the Air and Air 2 boxes from each other although I wouldn't expect most consumers to know this.

1) iPad Air 2's box says " iPad Air" on the side in color matching foil and the top and bottom being blank. iPad Air's box said just "iPad Air" which was printed on the side in black and silver foil logos on the top and bottom.

2) iPad Air 2's box shows the iPad in direct side profile where you can't see the front display at all. iPad Air's box is in a certain profile where you can still see the bezel and display.

3) iPad Air 2's box shows no side switch. iPad Air's box does (since it has a side switch).

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